One of the biggest struggles marketing communications professionals have is convincing management, clients or bosses to stick with a single, clear concise message. Such recommendations are typically dismissed as being too simplistic or risk being stale in a very short while. So, I was pleased to have come across this story about how a single, clear and concise advertising message literally saved the lives of thousands at New York’s Times Square bomb scare recently.
Time and again, the winners in the battle for the positions in our minds (yes, I really enjoyed Positioning) have correctly stated that a singular, clear and concise message is far more effective in breaking through all the messaging clutter that besets us on a regular basis.
It’s always best when we ask, “What is the one main thing you want people to take away from this?”
Check it out: “If you see something, say something.”